For him, 2014 marks 10 years of progressively progressive marketing tactics and countless forged memories at the historic Seacoast-based venue.

Herrick is always happy to dwell on the past and rehash some of the fun experiences he's had — from grabbing a photo with Snoop Dogg (Lion!?) to actually performing on the Ballroom stage as a member of Assembly of Dust — but what he's really into is talking about the future and working to improve upon the living-room atmosphere the Casino is famous for.

"When you're up against a vast pool of competition, you have to continually strive to be the absolute best," Herrick says. "We're not only competing with Netflix, and further examples of an 'on-demand' culture, but also a growing amount of venues, from arenas who are adapting the "half-house" scenario of shows, to the myriad of smaller houses that are producing quality events. We're constantly working to draw from a pool of people that have so many choices. And, on the other side of the coin, we have to work to make sure the artist isn't finding an excuse to play somewhere else."

In that spirit, the Casino has spent the offseason investing money back into the venue with upgrades to the artist "green room" facilities; lifting the ceiling of the stage rear to create a 12-foot wall allowing space for the constant rising demands in production specs that touring acts are looking for to hang monitors, banners, lights, and more; and, new this year, phase one of an ongoing project to get a better grasp on the climate-control issues that are the topic of many "heated" discussions about the Ballroom.

"It's a two- or three-phase process that will permit for a much more robust air conditioning/air filtration system that will bring more comfort to our audience — especially those at a seated show," Herrick says. "Let's face it, the building is one that will not allow for a full-on air conditioned takeover. It's just not in the cards due to the way the building is architecturally designed, and due to its age. That said, we think this project is really going to help, and people will notice a difference as soon as this season."

The upgrades to the facility's climate functionality will cause for a blackout in April after the season opener March 27.

Speaking of the season opener, this year's kickoff features the Experience Hendrix tour — a show that has rolled into the venue before, but this year's lineup is something to get excited about.

Spotlight had the opportunity to catch up with eccentric personality and Rock & Roll Hall of Fame inductee Bootsy Collins to chat about his career, and what it means to be a part of this tour.

SPOTLIGHT: You've been in the music industry for over four decades now. What keeps you inspired and trucking along?

COLLINS: The kids, the funkateers, and the hope that music as we know it will continue in its underground form. The thought of kids playing together when they don't really have to is amazing to me. It helps keep me focused. It all stems from the roots.

SPOTLIGHT: Was there a moment or experience that led you to chase music as a career? How'd you get started?

COLLINS: My older brother played guitar and I wanted to be just like him. I had no father in my household growing up, so my brother was the man. He is the reason I knew what I wanted to do early on. His name was Phelps Catfish Collins.

SPOTLIGHT: From James Brown, to Funkadelic, to your own solo material — a member of the Rock & Roll Hall of Fame ...; What's the ride been like?

COLLINS: You know, the ride has been full of big ups and big downs. But overall, I love doing music. Period. The sad thing I think for any creative person is that you have to create to make a living more so than to create art/music for the sake of being creative. That to me is the down side. James Brown once told me that it is 75 percent business and 25 percent music. At the time of my young 18 years of age, I did not want to hear anything about business. Music was my life. But, as time went on, I realized, he was right. We all need to make a living, right?

SPOTLIGHT: You're playing as part of the Experience Hendrix tour that is rolling through town here. What's Jimi mean to you?

COLLINS: Jimi opened the door to the universe of music and self-expression. He was the ultimate musician. I wanted to be like that as well. He lived every moment of being the ultimate. I met his sister Janie years ago. We talked, and I did some work for the Hendrix family, which led to doing these tours. This is all I can do at this point to keep his legacy alive. Not that he needs me, but I need to honor him for all the things he has done for us as people, not just musicians.

SPOTLIGHT: What are you looking for people to take with them when they experience your music?

COLLINS: The main thing is having a good time together. To feel whole and magical within themselves for the moment or moments of their concert experience. I want people to have nothing but good vibes about themselves and their surroundings when they come to a concert. We need more good vibrations in our day-to-day routines.

SPOTLIGHT: You're the founder of Funk University. What inspired you to start a digitally based institution? How important is it for you to give back to music by way of education?

COLLINS: I wanted to get young people to start to play with each other like bands had to do back in the day. It's more of an option now to play in a band when it's much easier to make a record by yourself. In fact, that is how things are set up now. So for me both are good, but we need both. Not one or the other. They both work very well to balance a person's mode or modes of self-expression out.

SPOTLIGHT: You're a big sports fan. If you weren't rockin' as a professional musician, would you have sought a career in sports?

COLLINS: I love sports. Always have. Found out early in school that I was not really good at any of them. I was good at swimming, and painting. I'm still a decent swimmer ...; From a fan's perspective, boxing and football are the best for me. Bottom line: I have always loved to get physical. Always.

SPOTLIGHT: What can fans expect when they come out to the Experience Hendrix show on March 27, which serves as the season opener at the Casino Ballroom?

COLLINS: The best musicians, that are dedicated to Jimi Hendrix's music, will be at every concert throughout this tour. Each musician has his own thing, but when it comes to Jimi Hendrix, we all seem to know what he meant then, and how important he is today to be passed along to generations to come. His music is timeless, and his consciousness is timeless. To honor Jimi is to honor all things music that comes from the heart throughout the universe.

Adds Herrick, "I can't close it out any better than that. This will be very special show chock full of special players such as Bootsy. It will be the kickoff to what is certain to be a very fun year of live music at the Casino."